\nAccording to the report, it looks like the company will create digital duplicates (or \u201ctwins\u201d) of 30 of its models for use in social media posts and marketing. We don\u2019t have any visuals of how these will look, but we can imagine what the promotional material will look like.
\nIn a statement, H&M\u2019s chief creative officer J\u00f6rgen Andersson said, \u201cWe are curious to explore how to showcase our fashion in new creative ways \u2013 and embrace the benefits of new technology \u2013 while staying true to our commitment to personal style.\u201d
\nH&M will use AI-generated models, but there\u2019s a silver lining
\nWhile this does sound bad, H&M is at least taking some steps to ensure that it\u2019s not screwing over the models. For starters, H&M is not using AI-generated versions of the models without their consent. So, none of the models will check their Instagram feed to find an AI version of them advertising a product.
\nNot only will the company get the models\u2019 consent to use the AI-generated copies, but the models will also be compensated when they\u2019re used. As per the report, the models will be paid in a similar way to how they\u2019re paid now. While this new venture has its obvious issues, we can\u2019t deny that H&M is doing much more than most other companies. Most other AI brands like Google, Meta, and OpenAI have scraped boatloads of data without permission. That\u2019s commendable on the company\u2019s part.
\nAll of the AI-generated posts will have the proper watermarks. So, people will know when an image uses an AI-generated model.
\nThat\u2019s not to say that there isn\u2019t any backlash
\nWe can\u2019t ignore the elephant in the room. Even though the company will pay models, it could still affect other people. There are people like photographers and crew members who contribute their skills to taking photos. Well, since the company will generate the models, we can\u2019t tell if it will have any need for them.
\nMorgan Riddle, an influencer, called the company out for this practice. In a post, she said \u201cRIP to all the other jobs on shoot sets that this will take away.\u201d This is true, as it takes several people to make a shoot come to life. H&M didn\u2019t comment about the other people this decision could affect. Let\u2019s hope that the company has a plan for other people involved in the shots. At this point where jobs are already starting to be lost due to AI.
\nThe post Nothing is safe: AI is now targeting the modeling industry appeared first on Android Headlines.
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![](\"https:\/\/plus.maciejpiasecki.info\/wp-content\/uploads\/2025\/03\/HM-Logo.jpg\"){kind=logo}
\nSource: ndroidheadlines.com <\/p>\n","protected":false},"excerpt":{"rendered":"